Afrikan Goddess (AG) Online

By: N. Amma Twum-Baah (February 1, 2010)

Some are driven by their life’s circumstances. Others are driven by the expectations society has placed on them. Yet still, others are driven by a need for change, for something different, something positive and something beneficial; especially when that “something” defines their very own existence.

When Amabel Niba arrived in the United States as a teenager, she found herself in a predicament many Africans find themselves in when they first arrive. That dilemma she faced was having to dispel the many negative myths about the African continent. She found herself being the outsider with the “funny” accent no one could understand. She found that her home country, Cameroon, was not as popular as she thought it was. But, she also found that the problem wasn’t with her self-perception or the way she viewed Africa, but that the problem lay with the basic lack of positive images and information about the African continent.

The beautiful Editor-in-Chief of African Vibes Magazine graces the cover of AG this month for being a trendsetter and a brilliant, savvy entrepreneur.  She came to the print media industry at a time when there were very few positive representations of Africa; and got to work with the ultimate goal of “expanding the initiative of re-branding Africa and highlighting the good that comes from Africans and Africa.”

Being what she terms “one of those people who hate to complain about any situation without looking for a solution,” Amabel “decided to take on the challenge of creating that voice for Africa, one that will not only celebrate contemporary Africa and Africans but will also inspire, motivate, empower and educate its readers.”

That “challenge” would soon become the fastest growing, number one print African magazine in the United States, along with the nation-wide “I wear African” campaign created to “promote contemporary Africa through fashion.”

Amabel knew Africa’s story was broader than the negative but had nowhere to turn for reinforcement. So, she became her own reinforcement, and the reinforcement many like-minded Africans had long been yearning for. She realized that most of what people in the United States, and around the world, know about the continent of Africa are things they know through the media – TV, newspapers, print media, and online media - and what better way to counter the misrepresentation than through the same means – the media? She incorporated ideas for a solution in her MBA Capstone project as part of a business plan; and that business plan paved the way for her to enter the publishing industry.

Under Amabel’s vigilant and savvy business prowess, African Vibes Magazine has held its own in an industry that is seeing rapid decline in sales and readership under the weight of the current economic strain. She believes that for any business to succeed, “it has to adapt.” And to do that, African Vibes is treating every platform differently by making their publication accessible in print, online and through mobile phones.

While African Vibes Magazine is something Amabel is very passionate about, she is actually more absorbed with how to continue expanding the initiative of re-branding Africa. She believes “Africans are so talented but have limited opportunities and resources to propel themselves forward.” This is something she thinks about quite often.

Amabel admits that she faces challenges all the time – “a mountain of them.” Some days leave her feeling discouraged and some days she’s simply overwhelmed. Yet it’s the little things that keep her going - that unexpected call from a reader who loves what African Vibes provides, that kind note from a complete stranger; those little words of encouragement go a long way to urge her on her mission and help stabilize her determination and passion. She also says she is driven by the knowledge that “many young women look up to her, and that she has a staff that depends on her. Her strength of mind comes from not wanting to let them down.

Ms. Niba has come a long way in the last four years. As part of a Stanford University Fellowship Program last year for Magazine Publishers, she got to work alongside some of the publishing industries’ most noted editors and media executives to participate in a study aimed at figuring out new publishing models.

She does not stop here though. Amabel is constantly cooking up ideas and coming up with initiatives designed to see her passions fulfilled. One such initiative is the “I Wear African” campaign launched last year as part of African Vibes Magazine’s third year anniversary celebrations. According to Amabel, “the campaign is to promote contemporary Africa through fashion.” And this year, the event is being held in Los Angeles on an even grander scale with a Village Effort conference that same day which will be focused on Innovative Sustainable Development opportunities in Africa.

African Vibes Magazine is here to stay. And Amabel Niba is the woman determined to propel it to higher heights. She is also the woman determined to ensure that Africa as the world once knew it receives a totally new makeover complete with nothing but positive branding. To learn more about African Vibes Magazine, visit http://www.africanvibes.com/

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